Oyo, owner of G6 Hospitality, plans to invest $10 million to grow G6 Hospitality's Motel 6 website and My6 app. The company also aims to increase app installs by four times before the summer season kicks in. G6 will also use advanced digital targeting strategies, focusing on high-intent customers through direct partnerships with leading digital platforms like Google and Microsoft.
The investment will power targeted digital campaigns aimed at reaching customers searching for accommodations. The strategy emphasizes data-driven marketing to improve booking conversions and deliver enhanced value to franchise partners. This targeted approach helps acquiring more customers while maintaining G6's commitment to exceptional guest experiences, according to the company.
"By concentrating our resources on users most likely to convert, we're optimizing our marketing spend and delivering more value to our franchise partners," Shashank Jain, head of online revenue, G6 Hospitality, said in a statement. "The investment underscores G6's commitment to supporting its franchise network by driving direct bookings and reducing dependency on third-party platforms."
Global travel tech company Oyo recently acquired G6 Hospitality from Blackstone Real Estate for $525 million. The company plans to accelerate G6 Hospitality's growth, targeting the addition of more than 150 hotels in 2025 under the Motel 6 and Studio 6 brands. This expansion is expected to strengthen the brands' presence in key markets such as Texas, California, Georgia and Arizona.
G6 Hospitality recently announced a strategic partnership with HotelKey, a hospitality technology provider, to enhance the technological capabilities across its network of properties in the U.S. and Canada.